google analytics

Marketing Batteries: These are powerful online devices that can actually store attention. Marketing batteries get charged up on the attention that you pay for by running ads, by investing in SEO, by doing press releases, by blogging, by creating webinars.
All you have to do is tap into them after they are charged.
Customer Batteries contain the energy of those who bought from you.
Subscriber Batteries contain then energy of those who have subscribed to your lists.
Then there are Social Batteries, that store the energy of those who have like, followed, connected, plussed or pinned you. These batteries are easy to charge, but hard to get a current out of.
There has always been a gap between reliable Subscriber Batteries and skittish Social Batteries. Until now.
You can now build and charge a Visitor Battery. This is done using a technique called “Remarketing” or “Retargeting.”
[pullquote]Google defines remarketing as “a feature that lets you reach people who have previously visited your site, and show them relevant ads across the web or when they search on Google.”[/pullquote]
Google (and other ad networks) can keep track of those who have visited your site, but didn’t buy, subscribe, or like you. When a visitor comes to your site, a cookie is set in their browser. Then Google keeps a list of these visitors, and watches for that cookie when someone comes to another site. When Google sees that a person has been to your site, they can run one of your ads.
It works, and retargeted ads perform quite well compared to regular text and banner ads.
Not everyone who comes to your site is qualified to buy your product or service. Some came there on accident. Others were looking for something else.
Google smart lists seeks to identify those visitors who are more likely to be actually interested in your product.
Last week, the tech savvy site announced the launch of a new type of remarketing list in Google Analytics called Smart Lists.  Simply stated, Smart Lists predict which users are most likely to convert during a later visit.

Screen Shot Smart List

Screenshot of Google Smart List Feature         


These are built using machine learning across websites that have opted to share conversion data, and make use of a plethora of signals, including:

          

    • visit duration
    •     

    • page depth
    •     

    • location
    •     

    • device
    •     

    • referrer
    •     

    • browser

Based on their on-site actions, Analytics is able to regulate your remarketing campaigns to align with each user’s value, according to the specific company.  Now when creating a new remarketing list, you’ll have the option to have Analytics manage your list for you – automatically.
According to Google, “for best results, make sure your Google Analytics goals and transactions are being imported into AdWords, then combine your Smart List with Conversion Optimizer

Remarketing Newbies

Smart List is a great way to get started with solid performance results.  As you get comfortable with remarketing, you can modify your ads and apply a variety of remarketing best practices.

Remarketing Connoisseurs

You are most likely employing a sophisticated list strategy already. Google is aware of this and  gearing up to extend this signal directly for your current lists as an optimization signal used in AdWords bidding.
According to Google, they will be continuing to iterate on these models in order to help users better understand and act on their data. They are also working on surfacing these signals elsewhere in your reports and in the product so you can dive into what factors help predict whether a user will likely convert.
We have a new kind of Marketing Battery: The Visitor Battery. Simplify the decision making process of creating remarketing lists with “Smart Lists with Google Analytics”. For more information on Remarketing with Google Analytics, visit here.
[signature]
[sitepromo]

This is a guest post by Susan Lahey of Fishpond Content.

Surprise, baby

Susan Lahey got a surprise when she saw how Google interpreted her About Page. Photo by mokra


Anybody who’s installed Google Analytics on his website can tout all the cool insights it provides: Who visited your site and how they wound up there; which pages they lingered on and which ones send them packing. It’s almost voyeuristic. Every morning with my coffee I troll my email, social media sites, and my Google Analytics religiously.
But yesterday I discovered another really crucial aspect of Google Analytics: It can tell you if net surfers think you’re a porn site.
It started like this: You know how you’re supposed to make your personality really clear in your content; how it’s important to brand yourself thoroughly, differentiate yourself and use strong language?
In the spirit of thorough branding, I wrote on my About page that, because I was trained as a journalist, I am really anal about deadlines, research, accuracy and making sure the content is sexy enough to land on the front page.
Potent language, right? It says I’m a professional and I write content people are almost irresistibly drawn to.
Then, I was doing my daily Google Analytics check to see where my content was performing well and where it could be strengthened, I clicked the link that shows what keywords people were using to find my site.
Guess which ones? Anal and sexy, and a few other, similar combinations.
Not exactly the branding message I was aiming for. Not really targeting the customer stream I was hoping for either. I’m sure the porn surfers were even more disappointed than I was.
So I rewrote my About page. But because I abhor boring content, I refused to make it milquetoast just to avoid a similar incident. Wonder what they’ll do with the word “badass?”
Editor’s Note: I’ll watch this page to see if I start getting the “wrong kind” of traffic.
I’m completing the chapters of my new book due out in this Spring. Find out how you can get a free copy of the bookwhen its available.
[signature]
Photo by mokra

What Bouncy Bob, Lost Lucy, Methodical Mary and One-hit Juan will tell you about your business.

“It’s people!” Detective Thorn declared in the 70’s apocalypse flick Soylent Green.
The same can be said about analytics.
In the conversion lab, website analytics is a clinical tool, sterile in its collection of data on our visitors and their behaviors. It is capable of providing rafts of data and reams of reports over hundreds of metrics. And all of this is of little help to us in making business decisions.
I’ve given my analytics a more human face, and I think it will work for you as well.
In I use two metrics and two helpful Google Analytics features to capture the behavior of four characters that visit our sites.

Bouncy Bob will spend below average time on the site and will visit few pages during his visit.
Like Bob, Lost Lucy will spend little time on the site, but will hit a number of pages higher than the site’s page-per-visit average. It’s like she is lost and trying to find something relevant.
One-hit Juan spends a great deal of time on the site, but visits few pages. He lingers on some content before moving on.
Finally, Methodical Mary spends a great deal of time and visits many pages. This is typically considered a sign of high engagement.

When I apply these personalities to The Conversion Scientist blog, I find that:

  • Like most sites, Methodical Mary will drive the highest subscription rate. She’s engaged, staying for a long time and seeing lots of pages. She is also seeing my offers to subscribe multiple times.
  • Lost Lucy’s are, surprisingly, my second best visitor. She doesn’t  convert at nearly the rate that Mary does, but perhaps she likes what she sees and wants to be reminded to come back when she has more time.
  • I would expect Bouncy Bob to have the worst conversion rate, but he beats Juan.
  • Juan visits an average of one page per visit, but stays for an average of more than ten minutes. What’s going on here? I suspected that he was watching one of the many videos I post on the site. But when I look at the pages that Juan frequents, I find something different: they all have links to other sites that open in a new window. The time-on-site clock is ticking while Juan checks out another site!

Juan shows us one of the pitfalls of links to other sites. If you open links to other sites in a new window, it skews your analytics reporting, and doesn’t seem to really help visitors come back to your site.
What can you learn from the people that you meet in your analytics?

It’s people! Analytics is people!

I work closely with the folks at Aviso Communications, especially Rose Holston. Her job is to get my recommendations implemented within our client’s organizations. Believe it or not, it is hard to get organizations to do the things that will increase their leads and sales, even the most progressive ones.
If you are the conversion champion within your organization, then you know what I’m talking about.
reading
I’ve asked Rose to help us understand how she goes about getting the attention, support and resources she needs to help a team like yours get meaningful changes implemented. In The Agile Marketer’s Story, the second of three parts, she tells us how best to manage internal communications.
1. Building a Communications Toolkit
2. Building Evidence Through Empirical Observation
3. Telling the Story
I look forward to our next installment and the “Book of Swagger.”
Read the full article on ClickZ
Brian Massey is the Conversion Scientist, teaching businesses how to convert more of their Web visitors into leads and sales. Let Brian take a look at your site.